Marketing In Brief
This article was originally published in The Rose Sheet
Executive Summary
Colgate-Palmolive deodorant: Speed Stick Power of Nature Deodorant for men will replace Speed Stick Ultimate Deodorant in mass doors in January, Colgate-Palmolive says. Deodorant extends Power of Nature lineup; antiperspirant version debuted in June backed by $40 mil. marketing campaign (1"The Rose Sheet" July 2, 2001, Marketing In Brief). Line will be available in same Lightening, Avalanche and Cyclone scents as antiperspirant and will retail at similar $2.49 price point. Launch will be supported with event sponsorships, FSIs, sampling, ethnic media support and in-store displays, firm says...
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Colgate
Speed Stick Power of Nature antiperspirant for men introduction will be supported with $40 mil. marketing campaign. TV and print ads will break in September, accompanied by coupons, samples and in-store displays featuring "Try me free" tear pads. Power of Nature will arrive on store shelves in July, company says. Line, which targets men 18-25, will be available in three scents: Lightning, providing an "intense, strength scent," Avalanche, an "icy, cool fragrance" and Cyclone, an "enduring, fresh scent," Colgate explains. Power of Nature Gel (3 oz.) and Power of Nature Antiperspirant Stick (2.7 oz.) will retail for $2.69 each. Beginning in August, Colgate will discontinue six older Speed Stick SKUs: Antiperspirant Classic, Antiperspirant Sport Talc, Ultimate Power Zone, Gel Unscented, and Deodorant Aqua Sport
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